Formats and the limits they are built to
Channel specifications cover more than 25 channels. These are the main families.
| Format | Channels | Built to |
|---|---|---|
| Search ads | Google, Microsoft Advertising, Sklik | Up to 15 headlines of 30 characters and 4 descriptions of 90, display paths of 15; Sklik gets at most 3 headlines and 2 descriptions |
| Image ads | Meta, LinkedIn, X, Reddit, Google Performance Max and Demand Gen, Microsoft Audience, Sklik | 1080 × 1080, 1080 × 1350 and 1200 × 628, plus the other sizes each platform lists; Sklik banners at 480 × 480 by default |
| Carousels | Meta, LinkedIn, Reddit and Google Demand Gen ads; Instagram and TikTok posts | 2 to 10 cards (Reddit 2 to 6), each card laid out in your brand |
| Documents | LinkedIn ads and posts | A PDF with one designed page per slide: cover, the pain, what the product does, proof when there is some, and the call to action |
| Short video | Meta Reels, TikTok, YouTube, LinkedIn, X and the organic networks | A storyboard rendered as a captioned MP4 in 9:16, 1:1, 4:5 or 16:9: up to 12 scenes, 30 seconds a scene, 120 seconds in all |
| Posts | LinkedIn, X, Facebook, Instagram, TikTok, Reddit, YouTube, Bluesky | Each network’s length limits, with formats rotating per network (LinkedIn: image, document, text, video) |
| E-mails | Outbound sequences and nurture | Subject, preheader, body and signature; outbound subjects up to 60 characters and bodies up to 1,500 |
| DMs | LinkedIn, X | LinkedIn’s 200-character connection note, then the messages after they accept |
| Landing pages | The pages your offers link to | SEO title of 60 characters, meta description of 160, sections you can add, remove and reorder |
| Blog articles | Hosted blog or your CMS | Title of 70 characters, meta description of 155; see blog and landing pages |
How a creative is made
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Rendered from the message
The renderer for each channel takes the message (hook, headline, body, call to action), the persona and the offer, and fits the copy to that channel’s limits. A line that is too long is cut at a clause boundary before it is cut at a word.
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Laid out in your brand
Images, slides, carousel cards, video scenes and landing pages are drawn from your brand design with eight layouts. They rasterise to PNG or JPEG, multi-page posts to a PDF and storyboards to MP4.
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Linted
Length limits, editorial rules (emoji, exclamation marks, all caps, phone numbers, Meta’s personal-attribute rule), special ad categories, claims, your prohibited terms and competitor policy, e-mail deliverability (spam phrases, link count, unknown tokens) and the writing rules. Mechanical issues are fixed automatically; the rest blocks the creative until someone rewrites it.
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Stored with its lineage
Each creative keeps its persona, stage, message and concept, so attribution can report which message produced pipeline.
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Into review
New creatives wait for approval. Publishing creatives without a person runs from autonomy level 3, inside your guardrails.
The editor: copy and design
Every field of every creative is editable, with the channel’s limits as live counters: amber above the recommended length, red above the maximum. Search ads get ordered lists of headlines and descriptions with duplicates flagged. Social ads get primary text, headline, the platform’s call-to-action options, carousel cards and the video storyboard with scenes, on-screen text, voice-over script and durations. E-mails get a token picker that offers only the personalisation tokens Demander knows, and each field shows writing-rule issues as you type.
Design changes apply at the level you choose: one card, every slide, or the whole creative. Layout, colours by role with a contrast check, brand or Google fonts, weight, case, corners, button style, alignment, spacing, logo, image and background can all be changed, and every field has reset to brand.
Preview, versions and variants
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01
Live preview
Unsaved edits are rendered on the server in your design, fonts and images, at every size the channel publishes, side by side. Landing pages preview at desktop, tablet and phone widths.
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02
History
Every save keeps a snapshot. Compare any version with the current one field by field and word by word, and restore it; a restore is an ordinary edit and goes back to review.
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03
Variants
Save as new variant creates a creative with the same persona, stage, message and journey, linked to the one it came from. The editor lists the source and its sibling variants.
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04
Usage
Each creative shows where it is used (campaigns and their ads, scheduled posts, sequence steps) and what a save will change there.
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05
Regeneration
Fatigued or losing creatives get new variants of the same message. Challengers take the winning angle and hook first, then change one thing at a time.
Questions people ask
Can I use my own images?
Yes. Pick from the brand images in your design profile, the images the creative already uses, or upload one (up to 12 MB; the file is checked and decoded before it is stored). AI imagery stays off unless you turn it on.
Does editing a creative change the ad that is running?
No. Platforms keep the media they fetched at launch, so the running ad keeps its version. The editor offers to save your change as a new variant for a new campaign, and the change applies to scheduled posts and unsent e-mails straight away.
Does every creative need approval?
New and edited creatives go to review. At autonomy level 3 Demander can publish and regenerate creatives on its own inside your limits; below that a person approves them. Every edit goes back to review either way.
Which formats does the free snapshot show?
Three creatives in your brand, next to the profile, two personas, two messages and the funnel. The full set for every channel in your journeys is generated in your workspace after sign-up.